Henkel completes acquisition of Not Your Mother’s

The German group, which notably owns Schwarzkopf^®, has completed the acquisition of US haircare brand Not Your Mother’s (NYM), strengthening its presence in the mass market segment in North America. Founded in 2010 and based in Florida, the brand offers a range of shampoos, conditioners, treatments and styling products positioned around key consumer trends. NYM relies on a consumer-centric innovation strategy, with flagship lines including Clean Freak^®, Curl Talk^®, Beach Babe^®, Plump for Joy^® and All Eyes on Me^®. The transaction is part of Henkel Consumer Brands’ development strategy, aimed at consolidating its position in the US haircare market, identified as a priority.